H&R JOHNSON TILES

Red Ramp Project

There are over 21 million people in India suffering from one or the other kind of disability. By all estimates, India has about 10 million physically challenged people who use wheelchairs or crutches. In stark contrast, barely 5% of India is actually disabled friendly with appropriate facilities. For the differently abled every day is a challenge. And no one wonders why. HR & Johnson, one of India’s largest tile manufacturers, decided to change this mindset by asking the simple question why can’t India be more disabled friendly? The result was the Red Ramp Project - an initiative that aims to make public spaces accessible to all. Visit Website

Strategy

Taking the initiative online, we decided to get people to view the physically challenged with more sensitized eyes for that is the first step towards change. Triggered by a short film and a robust social media plan, the RED RAMP online petition is still garnering support even as you view this. From getting people to proactively identify places that need ramps to sharing stories and creating a petition to make India more accessible –the RED RAMP PROJECT leveraged social media to create conversations and heighten awareness as well.

Concept

The aim of this initiative is to reach out to India’s policy makers and influence the Indian Government to work towards making our country more inclusive and access-friendly. In addition, H&R Johnson is getting citizens to identify areas that need ramps and is in the process of constructing accessible pathways as part of its CSR initative.

Execution

We got people to proactively identify neighbourhoods and spaces that need better access. To do so we created the first ever Geotagging feature of its kind in India.

By harnessing the analytics of Google Mapping we are getting people across India to tag places they feel ought to be more accessible to all.

Going beyond the petition, we decided to get people involved from the ground striking up conversations, using the hashtag Red Ramp Project, and by getting people to share their stories